![]() ![]() Triggers are those aesthetic or structural elements within messages that prompt-or trigger-discussion about their content. Social currency refers to the reactions of others to using or talking about a product. After extensively analyzing contagious messages including wristbands, smoking bans, and "fundraising at the local public radio station to the safe-sex messages we're trying to teach our kids," Berger condensed the recurring themes into six principles: social currency, triggers, emotion, public, practical value, and stories. In his new book, Contagious, Jonah Berger provides a formula consisting of six acronymal STEPPS for answering this simple, yet slippery, question. ![]() Looking at his research, much like studying a masterpiece in a museum, provides the observer with new insights about life and also makes one aware of the creators ingenuity and creativity. In a media environment wherein the mass of available information far outstrips human capacities for attention and digestion, why do some phenomena catch on while others are doomed to obscurity? Beyond advertising, attractive pricing, and simply higher quality, what causes some ideas, behaviors, and products to "go viral"? 'Jonah Berger is as creative and thoughtful as he is spunky and playful. Contagious: Why Things Catch On" Book Review Jonah Berger. ![]()
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